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Harnessing the Power of Online Communities with Salesforce Ideas Vida Killian, Dell Matthew Guiste, Starbucks Aurore Wu, salesforce.com Track: Marketing Executives
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The Influence of Online Community is Growing The Web Provides a New Platform for Customers and Employees to Voice Ideas and Relay Experiences Reviews of Consumer Products Personal Blogs and Twitter Conversations Reviews of Local Services
How do take action and deliver measurable business impact? How do I expose this wealth of insight back to employees? Companies See Both Opportunity and Challenges How do we engage in the conversation and channel this energy?
Dell and Starbucks Have Paved the Way Engaging Customers, Partners, and Employees Building loyalty and focusing the energy of the community Gaining Valuable Customer Insight Hundreds of thousands of records being written to their CRM database Created a Closed Loop Process for Innovation Found a scalable way of capturing ideas and seeing them through to fruition
Engage All Your Communities Online Bubble the Best Ideas to the Top Spark Conversations Around Ideas Deliver on Ideas from the Community Introducing Salesforce CRM Ideas
Provides Community in a Box A Killer Online Community App Salesforce Ideas provides an intuitive, engaging experience so it’s easy to drive participation and grow your community. Full UI Customization Customize the User Interface to match the look and feel of you website or intranet site. Self-Registration and Single Sign-On Leverage Salesforce’s out-of-the-box self-registration or setup single sign-on authentication. Reporting and Dashboards Salesforce dashboards give you a birds-eye view of your community activity Idea in Action App Turn your top ideas into projects and track things like owners, status, and estimated completion date CRM Integration Create one consolidated view of your customer so that you can run rich reports and follow up with customers based on their online activity
LEADERS will enter and become RELEVANT in conversations that occur EVERY DAY in EVERY LANGUAGE all around THE WORLD about their company or product Companies that cling to the past may not realize it, but they will lose relevance.
“ These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” Michael Dell, BusinessWeek
DELL’S DIGITAL MEDIA vision : Engage in relevant conversations with our customers online 24/7, worldwide in all major languages.
Digital Momentum Grows What’s Next? Benefit Example
Case Study – Latitude (August 2008 ) COLOR OPTIONS A LITTLE ZING TO BUSINESS LAPTOPS BACKLIT KEYBOARD FOR WORKING IN THE DARK DELL CONFIDENTIAL 13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH BETTER BATTERY LIFE UP TO 19 HOURS ON A SINGLE CHARGE FINGERPRINT READER EXTRA SECURITY APPEASES JITTERY MANAGERS eSATA PORT LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS
Be prepared for the initial spike of ideas Source: http://blogs.salesforce.com/ideas/2008/07/what-should-we.html
Moderation is critical!
Dell received 2,000 ideas in first 2 weeks
Community expects immediate response/engagement
Understand expectations Customers DELL CONFIDENTIAL Customers and Employees Positive Experience Action taken on Ideas Recognition WHO WHAT HOW Timely Feedback Dell (SME) Participation Idea Status Explanation Updated Site Business Review PR Support Onsite Events “ Thank You”
Today - A dedicated blog with updates every 2 weeks
Understand expectations business partners DELL CONFIDENTIAL Internal Business Partners Positive Experience Executive Support Defined Process WHO WHAT HOW Timely Accurate Reporting Access to Data Alignment with Strategic Plans Informed Execs Business Champions Professional Development Communication Support
MSI Was Established to Fill a Need for Dialogue Customer Contact Center Online Surveys Passion Panel Customer Voice Focus Groups PartnerView Survey Promotional Websites (e.g., itsredagain.com) Mission Review External Websites (e.g., StarbucksGossip.com) Partners Customer s Both Current communications Customer Comment Cards Starbucks.com Partner Portal In-Store Experience Before MSI: many touch points, no meaningful dialogue
30-40 throughout the organization, 2 hours per week is asked
2-3 per department (Beverage, Card, Food, Human Resources, etc), MSI responsibilities are on top of regular role
Two primary functions: respond to community and review/promote ideas
Leads (Generally the manager of the Idea Partners, usually VPs)
1 per department
Two functions: support time commitment for Idea Partners, implement or promote ideas that are favorably reviewed
Executive Level (C-level)
Support or approve action on compelling ideas
This structure has generally worked well, still in place today
Initial Marketing Efforts and Results NY Times Homepage Dual Marquis The “bug” on Starbucks.com Starbucks Cardholder email blast and banner 99% of lifetime traffic is unpaid Banner Ads Launch Only (the only paid marketing) Email Blast Starbucks.com Bug on every page In-Store Signage from 3/20-5/12 Shareholder Meeting 6,000 mouse pads, interactive booth, part of the transformational agenda Headquarters Signage
Philosophy: How we think about engagement Today we’ll talk mostly about 1 and 2
Ideas In Action Process MSI is a way of doing business, Not a one-time event Idea Partners Gather Information Ideas are vetted Shared with Leads Leads help build Business case Presented to Executive Team for approval Blog post announcing decision
Involving Executive Level Leaders Tip: You’ll get more Leads support if you use Ideas to support their goals Top Issues & Recommendations Action Scorecard NOTE: “Top Issues” are the highest vote getting and most passionate issues across all categories
Keep Executives Informed
Support Initiatives for Individual Business Leaders
Compile data for business cases
Use MSI reporting process to elevate or amplify proposals
PPR/Bold Coffee after noon Expect to post new update shortly
Recycling (white cups) Need Executive sponsorship of well-defined program
More customer-friendly WiFi Monitor response in Canada, consider adopting in US
Automated ordering Find leader for project to look at short-term wins within current systems
Loyalty Program Proceed with current Gold Card plan, inviting top 100 MSI community members to participate for free.
Bigger Personal Cup Discount Announce the plan to move to $0.25, ASAP.
Great Conversations Continue current efforts
NOTE: “Top Issues” are the highest vote getting and most passionate issues across all categories Ideas: “ Under Review Ideas: “ Coming Soon” Ideas: “Launched” 35 14 19
The conversation about your company will happen whether you like it to or not. Your only choice is whether to join it.
Great content trumps slick design: the MSI site is popular because it delivers relevant, interesting content. Still, people have a limit, especially your core.
“ Internet time” is much shorter than “company time”.
Even so, people understand some things take time. In the meantime, keep engaging, the written equivalent of a “head nod” goes a long ways.
Customers are willing to donate a ton of time to your company
A few “negative” leaders can tank an good conversation. Nip them in the bud. Conversations can turn quickly.
A community site like MSI is a good place to add context—complete and accurate information—to the ongoing public discussions.
A successful community like this requires a significant philosophical commitment from many levels of the company: a new level of transparency, a willingness to give up control, and a sustained commitment, to name just a few.
Further Discussion Contact: Matthew Guiste Email: [email_address] Website: www.MyStarbucksIdea.com , Facebook, LinkedIn Twitter: twitter.com/MyStarbucksIdea Don’t be shy.
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